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案例简介：简介: 韩国心脏联合会 (KHF) 最关心的问题是心脏病，也是当今韩国人死亡的主要原因之一。既然心脏病是无法治愈的，最好的治疗方法就是预防它。然而，尽管做出了许多努力和开展了许多运动，许多人直到真正生病才意识到问题的严重性。吸烟、饮酒和肥胖等危险因素仍在增加。考虑到这一事实，KHF 通过一项创新运动，旨在创造一种气氛，让每个人都担心在生病前保护自己的心灵。 实施: 我们的理念是帮助人们认识到他们的每一颗心都是一份宝贵的礼物，而不仅仅是他们体内的一个生物器官。传达这一信息的最佳方式是让人们有机会倾听他们的内心，让他们分享一个神奇的时刻。因此，我们开发了 “听装置”，它将目标的心跳数字化为 MP3，同时收听自己的心跳。然后，我们将数字心跳与音乐和艺术结合起来，并将其永久保存在网站上，这样人们就可以用自己的心灵创造更深的束缚。 结果: “听” 运动是韩国健康史上最大的成功。与去年相比，参与者总数增加了 2700%。即使没有特别的广告支出，超过 20,000 人访问了网站，超过 50,000 人访问了工作室。在竞选期间，500 多个博客和 40 家不同的报纸介绍了我们的竞选活动。此外，90% 的参与者要求进行健康检查。由于这一成功，政府承诺为下一场运动提供财政支持，包括参与者心跳在内的纪念碑将保存在南山的 “首尔中心”。 为什么促销方法与产品或服务最相关: KHF 的 “听众” 运动的关键成功是参与。一个人通过 “听设备” 发出的心跳声音是连接在线和离线活动的数字内容，并被用作 “新媒体”，从而能够积极参与。通过将音乐和艺术与我们的心联系起来，我们能够创造一个文化转折点，让人们开始尊重和真正热爱自己的心。歌手的心跳被作为数字专辑发行，一个与媒体艺术相结合的心脏体验工作室第一次被创造出来，让一个人真正 “满足” 自己的心。
听
案例简介：Brief: The Korea Heart Federation (KHF)’s biggest concern and one of the major causes of death for Korean people today is heart disease. Since heart disease is incurable, the best cure is to prevent it. However, despite many efforts and campaigns, many people still do not realize the seriousness until they actually fall ill. The risk factors such as smoking, alcohol and obesity are still increasing. In consideration of this fact, KHF, through an innovative campaign, aimed to create an atmosphere where everyone is concerned about protecting their hearts from a young age, before they fall ill. Implementation: Our concept was to help people recognize each of their hearts as a valuable gift, not just a biological organ inside their body. The best way to deliver this message was by actually allowing people to get an opportunity to listen to their hearts, enabling them to share a miraculous moment with it. Therefore, we developed the 'Listen Device', which digitalizes the target's heartbeat into an MP3 while listening to one’s own heartbeat. Then, we combined the digital heartbeat with music and art, and saved it permanently on the website so that people could create a deeper bondage with their hearts. Results: The ‘Listen’ campaign was the greatest success in the history of Korean health. The total number of participants increased 2700% compared to last year. Even with no particular advertising spent, over 20,000 people visited the website and more than 50,000 people visited the studio. During the campaign period, over 500 blogs and 40 different newspapers introduced our campaign. Also, 90% of the participants requested a health inspection. Due to the success, the government has promised financial support for the next campaign and a monument including the participant’s heartbeats will be kept in the ‘Heart of Seoul’, Nam Mountain. Why the method of promotion was most relevant to the product or service: The key success to KHF’s ‘Listen’ campaign was participation. The sound of a person’s heartbeat through the ‘Listen Device’ was digital content connecting on-line and off-line campaigns and used as ‘new-media’ enabling active participation. By relating music and art to our hearts, we were able to create a cultural turning point where people began to respect and truly love their own hearts. The heartbeats of singers were released as a digital album, and a heart experiencing studio combined with media-art was created for the first time for an individual to actually 'meet' their own heart.
Listen
案例简介：简介: 韩国心脏联合会 (KHF) 最关心的问题是心脏病，也是当今韩国人死亡的主要原因之一。既然心脏病是无法治愈的，最好的治疗方法就是预防它。然而，尽管做出了许多努力和开展了许多运动，许多人直到真正生病才意识到问题的严重性。吸烟、饮酒和肥胖等危险因素仍在增加。考虑到这一事实，KHF 通过一项创新运动，旨在创造一种气氛，让每个人都担心在生病前保护自己的心灵。 实施: 我们的理念是帮助人们认识到他们的每一颗心都是一份宝贵的礼物，而不仅仅是他们体内的一个生物器官。传达这一信息的最佳方式是让人们有机会倾听他们的内心，让他们分享一个神奇的时刻。因此，我们开发了 “听装置”，它将目标的心跳数字化为 MP3，同时收听自己的心跳。然后，我们将数字心跳与音乐和艺术结合起来，并将其永久保存在网站上，这样人们就可以用自己的心灵创造更深的束缚。 结果: “听” 运动是韩国健康史上最大的成功。与去年相比，参与者总数增加了 2700%。即使没有特别的广告支出，超过 20,000 人访问了网站，超过 50,000 人访问了工作室。在竞选期间，500 多个博客和 40 家不同的报纸介绍了我们的竞选活动。此外，90% 的参与者要求进行健康检查。由于这一成功，政府承诺为下一场运动提供财政支持，包括参与者心跳在内的纪念碑将保存在南山的 “首尔中心”。 为什么促销方法与产品或服务最相关: KHF 的 “听众” 运动的关键成功是参与。一个人通过 “听设备” 发出的心跳声音是连接在线和离线活动的数字内容，并被用作 “新媒体”，从而能够积极参与。通过将音乐和艺术与我们的心联系起来，我们能够创造一个文化转折点，让人们开始尊重和真正热爱自己的心。歌手的心跳被作为数字专辑发行，一个与媒体艺术相结合的心脏体验工作室第一次被创造出来，让一个人真正 “满足” 自己的心。
Listen
案例简介：Brief: The Korea Heart Federation (KHF)’s biggest concern and one of the major causes of death for Korean people today is heart disease. Since heart disease is incurable, the best cure is to prevent it. However, despite many efforts and campaigns, many people still do not realize the seriousness until they actually fall ill. The risk factors such as smoking, alcohol and obesity are still increasing. In consideration of this fact, KHF, through an innovative campaign, aimed to create an atmosphere where everyone is concerned about protecting their hearts from a young age, before they fall ill. Implementation: Our concept was to help people recognize each of their hearts as a valuable gift, not just a biological organ inside their body. The best way to deliver this message was by actually allowing people to get an opportunity to listen to their hearts, enabling them to share a miraculous moment with it. Therefore, we developed the 'Listen Device', which digitalizes the target's heartbeat into an MP3 while listening to one’s own heartbeat. Then, we combined the digital heartbeat with music and art, and saved it permanently on the website so that people could create a deeper bondage with their hearts. Results: The ‘Listen’ campaign was the greatest success in the history of Korean health. The total number of participants increased 2700% compared to last year. Even with no particular advertising spent, over 20,000 people visited the website and more than 50,000 people visited the studio. During the campaign period, over 500 blogs and 40 different newspapers introduced our campaign. Also, 90% of the participants requested a health inspection. Due to the success, the government has promised financial support for the next campaign and a monument including the participant’s heartbeats will be kept in the ‘Heart of Seoul’, Nam Mountain. Why the method of promotion was most relevant to the product or service: The key success to KHF’s ‘Listen’ campaign was participation. The sound of a person’s heartbeat through the ‘Listen Device’ was digital content connecting on-line and off-line campaigns and used as ‘new-media’ enabling active participation. By relating music and art to our hearts, we were able to create a cultural turning point where people began to respect and truly love their own hearts. The heartbeats of singers were released as a digital album, and a heart experiencing studio combined with media-art was created for the first time for an individual to actually 'meet' their own heart.
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